Ravisha Bhardwaj

Dr Simi Malhotra

Introduction to Literary Theory

21 April 2019

Postmodern Marketing

A term that has been used to the extent of abuse in recent past is ‘postmodern’ -

‘postmodernism’ and ‘postmodernity’. Postmodern thought pervades the intellectual milieu

of academia, and it is inevitable for marketing academicians to observe the connections of

marketing with postmodernity.

This essay begins with a brief introduction to postmodernism, and then explores its

connection with marketing. This essay does not presume to be the first work done in this

direction since the foundation of this essay is only observational.

Postmodernism

Postmodernism suggests that any social experience is an interplay of myths which produces

regimes of truth.1 Modernist idea(l)s of individual, agency, freedom, according to

postmodernism, depends on the mythic regime of truth, and is, therefore, imaginary.

According to certain theorists, postmodernism is characterized by an “incredulity towards

metanarratives”2, fragmentation, hyperreality, and so on. If there would be a consensus

among people discussing postmodernity, it would be on dissensus3. Postmodernity prefers

1
Baudrillard, J., Simulations, Semiotext(e), New York, NY, 1983.
2
Lyotard, J-F., The Postmodern Condition: A Report on Knowledge, Manchester University Press, Manchester,
1984.
3
Lyotard, J-F., The Postmodern Condition: A Report on Knowledge, Manchester University Press, Manchester,
1984.
chaos to order, ambiguity to certainty, heterogeneity to homogeneity, and consumption to

production (this would be explained further in the essay).

Postmodern Conditions

Consumption and marketing provide a fertile ground for hyperreality, for instance, if a brand

promises a status of privilege over other brands, it delivers its promise to the niche

community who believed in it, and Apple is the primary example of this.

The shift from production to consumption is a result of consumption becoming the means to

define one’s self image. Consumption has become a characteristic, or rather the characteristic

of the age we live in. Adages4 like “shop till you drop”, “when the going gets tough, the

tough goes shopping” reflects how shopping slyly entered therapy.

The representation of self images through consumption leads to a decentralisation of the self,

which, in turn, becomes a marketable identity. This posits that the subject is dynamic,

multiple, and changes according to the situation; an idea which could be seen in the Snickers

advertisement recently. The ad plays with the above mentioned idea where a boy transforms

into an actress throwing tantrums due to hunger, a situation which could be resolved by a

chocolate bar. Therefore, the subject is decentred, and the product takes the centre stage. The

product is the hero while the consumer is changeable, no longer at the centre.

The ability to represent different self images liberates the consumer from conforming to a

single image, and what in modern sensibilities would have been considered pathological,

paradoxical, inconsistent, schizophrenic is enjoyed and appreciated.

Hence, “Roses are red, violets are blue

4
Brown, S., “Postmodern Marketing: Principles, Practice and Premises”, The Irish Marketing Review, 1993.
 I am schizophrenic, and so am I” can be seen often as T-shirt print and graffiti.

Marketing

Marketing, at present, is postmodern in practice (contained certain elements of it from the

inception, however, postmodern thought comes much later chronologically), but still follow

the modern ideas, in theory. Predictability of consumer’s behaviour, age of the product, and

Maslow’s hierarchy of needs are some of the models marketing theorists still believe in,

however, in practice these models do not work. Maslow’s hierarchy of needs is as

questionable as any prediction done vis-à-vis consumer behaviour.

Consumer Behavior

Historically, whenever the theories of consumer behaviour reach any stable ground, new

products are launched to intervene in the theories and pose competition to the pre-existing

products.

Determining variables like age, sex, social class, values, peer group are albeit changeable,

take time to change. The general assumption is that a meaningful prediction can be deduced

from these variables, but consumers do not just change their views and values, they also

subscribe to multiple and sometimes contradictory set of beliefs. Consequently, it is difficult

to ensure loyalty, and brands use several tactics like providing discount on loyalty cards,

maintaining personal contact with the consumer, for instance, Swiggy mails an appraisal

report to all its users.

Projection of Images
1950s onwards, marketing practitioners have been selling images and not the product. During

1950s, various reports were published linking cancer to smoking. Marlboro5 took this

opportunity to appeal to male audience. It was the image of the cowboy man that changed

Marlboro’s consumers, not the image of the product. Thus the image is the marketable entity,

and the product only struggle to represent the image.

Recent Nike ads are a great example of the idea that products present an image which

possesses value. Nike ads are no less than a motivational video, a work of art reflecting

human physical strength and achievements. Their products in the video are mere

representations that fill the image.

Consumer Needs

Marketing practitioners are aware that satisfying the needs of consumer never makes a

successful campaign; it can be done only by constructing hyperreality. Consumers are sold

fantasy first, the product later. Siri, by Apple, was sold with the idea of a computer who could

also be a friend. A need for Siri was created, and Alexa later joined the pre-existing market.

Similarly, Miniso does not sell anything which one does not get outside of it, or what one

‘needs.’ It has created its niche group of consumers by creating a need for its products as

‘cute’ stuff one must have. Thus, the market is not so driven by consumer as it is by images,

and the ‘subject-consumer’ disintegrates in the absence of the ‘object-image.’

Consumers are not need-driven, rather their needs are driven by elements outside of them. A

kitchen knife is never bought only on the basis of utility, its utility would serve the need. The

sharpness of knife doesn’t influence its saleability, the comfort of the handle does. The need

for comfort is created in this case by other available options of knives.

5
Marlboro, launched in 1924, was a brand for women, as men smoked unfiltered cigarettes and filtered
cigarettes were for women.
The above example still deals with material conditions in influencing the need. The need for

the object is independent of its function, for instance, Television, Netflix, Amazon Prime

serve culture. Therefore, it is not the object that serves or even influences needs but the socio-

political culture.

Consume(r/d)

The boundary between the producer and seller are disappearing in the contemporary scenario.

With online platforms like Magicbricks and OLX, both buyers and sellers come to the same

platform, exchanging roles, without the need of a broker. Thus the consumer who is

consuming the representation of self image also takes the role of a producer. In a postmodern

market, consumer is not the target of products, but the producer of experience6.

This essay discussed certain trends in marketing practices vis-à-vis postmodern ideas. The

fragmented, fickle yet functional socio-cultural conditions provide marketing ample space to

grow and explore. Marketing practices have flourished using social media platforms as well

like Twitter, Facebook, and Instagram. This essay deliberately stayed away from any

discussion on Affiliate Marketers and Social Media Influencers because marketing and

Information and Communication Technology (ICT) or mobile-marketing are entirely

different areas of study.

6
Firat, A.F., “Postmodernity – The Marketing Age”, International Journal of Research in Marketing, 1993.